Ad agencies
Social Panga brings out ‘The Viral Union’ to power influencer marketing
MUMBAI: Social Panga is stepping up its game in the creator economy. The integrated creative and digital marketing agency has launched The Viral Union (TVU)—a dedicated influencer marketing vertical designed to bridge the gap between brands and content creators.
Led by Sudarshan Kailash, TVU will offer brands 360-degree influencer solutions, spanning nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns. With influencer marketing expected to grow at 25 per cent annually, reaching Rs 10,500 crore by 2027, Social Panga is seizing the opportunity to provide data-backed, scalable, and high-impact influencer marketing strategies.
Social Panga co-founder Himanshu Arora underscored the significance of this move, “Influencer marketing is no longer an add-on—it’s a core strategy for brands looking to engage audiences authentically. The Viral Union is designed to bridge the gap between content creators and brand narratives, ensuring campaigns that not only drive visibility but also deliver tangible business impact. With TVU, we are doubling down on our commitment to data-backed, creative-first storytelling that truly resonates.”
Social Panga co-founder Gaurav Arora echoed the sentiment, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy, bringing together data, creativity, and authenticity to drive meaningful engagement for brands. With TVU, we are strengthening our integrated ecosystem—complementing the production excellence of The Yellow Shutter and the creative ingenuity of Social Panga—to elevate brand storytelling and campaign impact.”
Kailash emphasised the evolving nature of influencer marketing, “Influencer marketing is no longer just about visibility; it’s about delivering real impact. At The Viral Union, we are committed to building campaigns rooted in authenticity, backed by data, and driven by creativity. Our goal is to set new benchmarks in the industry, helping brands connect with audiences in more meaningful and effective ways.”
TVU is already working with major brands such as Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M. With plans to scale influencer-driven strategies across multiple platforms, industries, and audience segments, the vertical is set to redefine how brands leverage the power of digital storytelling.
Social Panga, a part of LS Digital, also operates a production house called The Yellow Shutter, further enhancing its creative capabilities.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
